Gentle Monster, Maison Margiela unveil campaign for fourth collaboration collection

Global fashion eyewear brand Gentle Monster has unveiled the main campaign video for its fourth collaboration collection with luxury brand Maison Margiela, ahead of the collection's Thursday release.

The campaign video is a short film created in collaboration with artist Alex Prager. It captures strange and extraordinary moments from everyday life through a distinctive visual lens and cinematic direction, conveying both brands' shared message that deconstruction is the beginning of new possibilities and creation.

The collection takes "Deconstruction" as its theme, expressing an aesthetic of incompleteness through designs that appear frozen midway through construction and disassembly, alongside bold oversized silhouettes. It comprises 68 items in total — 43 sunglasses and 25 optical frames.